Email marketing is a massive investment – whether you’re using Salesforce Marketing Cloud (SFMC) in conjunction with another Salesforce service or another marketing platform, you’ll want to ensure you’re making the most of it, and engaging customers across the globe. In order to help you make the most out of SFMC, Purus have put together our favourite email marketing tips.
Make sure you have a good IP address before sending campaigns
Email campaigns are a great way to touch base with customers, but before you deliver critical campaigns, you need to ensure that your IP address has a good reputation. When a new Salesforce Marketing Cloud is opened, a brand new IP address is provided. While you’re starting from a clean slate, there is no sender reputation, which means you need to warm up your IP address. Failure in doing so may lead to deliverability issues in the future.
How to warm up an IP address
In order to ensure that larger email campaigns are successfully sent out, you need to gradually send emails over a 30 day period. This will help establish a good sender reputation, thus positioning you as a legitimate email sender. You can manually warm up your IP address or do this via the automated option in the UI, under settings > IP Addresses. To do this manually, simply send more and more emails from your IP address at the rate in Salesforce’s suggested IP Warm Up schedule.
Offer multiple subscriptions to build your contact list
In order to successfully market to customers, you need to offer attractive incentives that will push them to subscribe. There are several different types of emails you can send, from newsletters to discounts, company news, new product launches and so much more. When it comes to planning your marketing strategy, think about the different range of communication types, list segmentations and subscription options early and plan ahead. It will make things so much easier in the long run.
Test, test and test!
One way to make sure that your email marketing is doing its job is to test it. Regular testing means that you can enhance the effectiveness of the campaign and see results. If you make sure testing and data analysis is part of your email marketing from the start, you’ll soon find out exactly what works and what doesn’t. Salesforce Marketing Cloud features A/B testing which means that you can test two different components and find out which one gets higher engagement. You should test the following criteria on an email:
- The content of the email (image versus text)
- How the content is displayed
- The subject line
- Send times
- Who the email is from
Decide between lists and data extensions
Salesforce Marketing Cloud has lists and data extensions to choose from when it comes to sending your email, and each have their own merits. Both have their own merits and differences, you just need to choose the right one for you.
Data extension stores sendable subscriber data like lists, as well as house relational data. Data extensions import more quickly than lists, making them suitable for large subscriber databases. You should use the data model if:
- You have more than 500,000 subscribers
- You support multiple subscriber data sets with separate keys
- You send messages to multiple countries.
- You need fast import speeds.
- You implement triggered sends.
Lists are good for a compilation of subscribers that receive your communications. You should opt for the list if:
- You use a limited functions for subscriber attributes.
- You use XML API.
- You prefer performances with simplicity.
If you want to learn more about how to get more from your SFMC email marketing, then get in touch with Purus Consultants today.